Sell the Sizzle……….

……..NOT The steak.

If you’re in the world of Marketing, you’ve probably heard this phrase once or twice.  But, what does it mean?  Some say it means ‘sell the Benefits instead of the Features’.  Others say ‘Sell clients What they Want…..not What they Need’.

Or (in other words) your customers don’t care about facts, they only care about results and how you can help them ‘move the needle’.

As consumers, most of us buy on Emotion NOT on Facts.  What may work for one client (most likely) will not work the same for another.  If you get lucky and capture lightening in a bottle, don’t try to replicate it and relabel it as something else.   [...]  Read More